Ads for perfumes and cosmetics were plentiful. Price ceilings recently had been removed for some items and all were in abundant supply.
The House of Gourielli, the company founded by Helena Rubinstein to keep her husband busy, advertised a 'look younger" cream with an "Estrogenic compound. A 30-day supply was $5.50. The skin care salon also sold Ermine Foundation to conceal tiny age-revealing lines for $3.50 and $2. "Expert advice on skin care and glamorous make-up" awaited at The House of Gourielli at 16 E. 55. Later the salon would unsuccessfully be reinvented as a skin care specialist for men.
On the same page Macy's invited customers to come in and consult Frances Balfour of Helena Rubinstein from April 15 to 20. It was a promotion to introduce the new Heavenly-Glow line. In the same ad, Macy's featured four "beautiful" white blouses in Birdseye pique by Lonsdale for your Easter suit or to wear later on the season "with a simple shaft of skirt." The photos showed the prevailing fashion silhoutte of the time with wide shoulders and flaring sleeves, a cinched in waist and a flare below. The blouses shown were priced from $7.47 for a bare-midriff number to $18.56 for a poplumed one.
Ads from Saks Fifth Avenue, Gimbel's, Best & Co. and others.